IMG College Licensing spread cheer to college football fans through holiday-themed campaign

Alabama and almost 50 other name-brand colleges and universities were part of IMG College Licensing's latest marketing campaign / IMG College Licensing

IMG College Licensing created the largest collegiate licensing campaign in the United States over the holidays, creating 96 videos featuring 227 unique items for 48 well-known colleges and universities.

The teams, spanning 35 states, each had bespoke digital content created for them via Instagram, Facebook, and Twitter. The name-brand schools include Florida State University (FSU), Michigan State, West Virginia, Texas Christian University (TCU), Oklahoma, and Alabama.

Some schools took the concept a step further, inviting famous alumni to take part. University of Illinois, for example, enlisted pro football hall of famer Dick Butkus to spread holiday cheer.

IMG also partnered with sports apparel site Fanatics for custom sites for 23 of the 48 teams, where college alumni and fans could purchase some of the bespoke merchandise.

Originally launched during holiday season, these still make perfect gifts for hopeful Alabama fans in tonights national championship game (sponsored by Dr Pepper through 2026) and as college basketball teams drive towards March Madness.

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Bennett Bennett

Bennett D. Bennett is a staff writer at The Drum covering agencies, the media landscape, creativity and innovation. An NYC native, MAIP alum and City College of New York grad, Bennett previously was an award-winning copywriter at BBDO New York and lends his unique perspective and voice to The Drum's editorial staff. Previously a member of the Adcolor Advisory Board, he currently sits on the AAF's Mosaic Next-Generation Leadership Council and the 4As Steering Committee.

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